Company Snapshot: Amul

Jun 16th, 2017

About the Company - The country's largest dairy cooperative, and for that matter the largest player in India's food business, Gujarat Cooperative Milk Marketing Federation (GCMMF), managed the popular brand of dairy products, AMUL (Anand Milk Union Limited). GCMMF ranks among the top 13 dairy companies in the world in terms of milk processing as per International Farm Comparison Network (IFCN). Amul is the only Dairy firm from India which is present on Global Dairy Trade (GDT) platform where only the top six dairy players of the world sell their products. Not only for its product, Amul is also famous for its advertisements which shows a Mascot of Amul girl with creative messages covering the recent events. It also earned a Guinness world record for the longest running ad campaign in the world.

Tagline of Amul - The taste of India

Operations:

Amul is present in over 50 countries

Sales Offices - 56

Dealer network - 10000

Retailers - 10 lakh

Key Leadership:

Chairman of AMUL - Jethabhai P Patel

Managing Director - R S Sodhi

Product portfolio:

Amul Milk

Bread Spread

UHT Milk

Beverage Range

Amul PRO

Ice Cream

Paneer

Dahi

Ghee

Milk Powders

Mithai Range

Mithai Mate

Chocolates

Lactose Free Milk

Fresh Cream

Amul Sour Cream

Pouch Butter Milk

Amul Cattle Feed

History:

1946 - A freedom movement against the exploitation of milk producer by middlemen and traders in Kaira village gave birth to setting up of the cooperative to collect and process milk called Kaira District Cooperative Milk Producers’ Union Limited, Anand.

1948 - From 1946, when just a handful of farmers in two village co-operative societies producing about 250 liters a day, increased to 432 farmers had joined village societies, producing 5000 liters a day in 1948

1954 - President of India the late Dr. Rajendra Prasad laid the foundation stone of set up a plant to process the extra milk into products like butter and milk powder which get ready and on October 31st, 1955,the late PM Pandit Jawaharlal Nehru declared it open and Kaira Union introduced the brand “Amul” for marketing its product range

1965 - The National Dairy Development Board (NDDB) was established at Anand to replicating Amul model throughout the country.

1969-70 - National Dairy Development Board (NDDB) came out with the dairy development programme for India popularly known as “Operation Flood” or “White Revolution”, the largest dairy development programme ever drawn in the world.

Advertisement: The Amul girl created by “ Mr Eustace fernandes” is the advertising mascot used by the company to promote the brand. The brand has been using the cartoon figure in its longest running ad campaign, with its content on recent events. The Amul girl advertising campaign is often described as one of the best Indian advertising concepts.

Competitors:

Britannia Industries

Nestle Ltd

Mother Dairy

Local dairies which are the major players in dairy product in particular states or regions. Ex. AAVIN, Dynamix Dairy, Kwality Limited, MILMA etc.

Awards:

Amul has been awarded the Guinness World Record for the longest running advertising campaign.

AMUL received the Agriculture Leadership Award - Development Leadership Award 2015 - for the organisation’s vibrant role in serving the agrifood sector with innovative products and services and thus empowering the farmers.

GCMMF (Amul) won the World Dairy Innovation Awards-2014 of Best Marketing Campaign for its “Eat Milk with Every Meal” campaign.

In 1999, Amul was awarded the “Best of All” Rajiv Gandhi National Quality Award“ for maintaining the utmost level of quality in its plants.

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